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Wednesday, 9 May 2012

Movenpick Adopts Mandarin Name for Chinese Hotels

Mövenpick Hotels & Resorts has adopted a Mandarin name and logo in an attempt to gain more of the
burgeoning Chinese market.

Mövenpick will now be known
within China
as Rui Xiang, which translates into: “brings you enjoyment and luck with Swiss
quality”. This name was chosen after extensive customer research conducted in
Hong Kong, Shanghai, Beijing
and Guangzhou,

The new branding is part of the Swiss hospitality chain’s
efforts to grow its Chinese customer base, and follows similar moves by Accor,
which rebranded its Grand Mercure brand in China as Mei Jue), and InterContinental Hotels Group’s launching of
Hualuxe..

In addition, Mövenpick has unveiled a Mandarin
website catering to Chinese-speaking guests, while its Shanghai
office has appointed a vice president development, Sunny Li, to steer further
expansion in China.

Mövenpick Hotel Jiading, Shanghai

Mövenpick has three projects in the pipeline in China, including the 300-room Mövenpick Hotel Jiading, Shanghai
and 380-room Mövenpick Resort & Spa, Phoenix Island, Sanya, both scheduled
to open next year; and Mövenpick Hotel & State Guest House Chifeng, Inner
Mongolia, due to open in 2015.

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About Me

A travel writer encouraging tourism by writing informative articles published on internet web page and blog sites, and in magazine and newspaper articles featuring Australian and overseas tourism destinations.